Aerovent, a Twin City Fan company was looking for assistance to increase their exposure and develop stronger relationships with “key” engineering firms involved with specifying ventilation systems for wastewater treatment facilities. Twin City Fan wanted assistance in educating engineer firms on Aerovent’s superior product performance as well as to promote their ability to provide customized odor control solutions to the market.
Together with our client, Interline built a multi-channel customized marketing and sales appointment program. This program utilized advertising, direct mail, telemarketing and local rep contact. Targeting top engineer firms involved with wastewater treatment odor control to identify an engineer “hit list,” Interline then called, identified the target engineer’s involvement and then mailed a direct mail package that included a custom letter, case history and a fiber coaster made of the same material as Aerovent’s Wheel fans. Interline followed up the mail package with a phone call to the engineer in order to set-up an appointment for the local rep.
Interline was able to achieve a 32% success rate for appointment across the country, including a major lunch-and-learn appointment for multiple offices of one firm.
Twin City Fan & Blower, a manufacturer of high quality custom, semi-custom, and standard fans turned to Interline Creative Group to help them develop detailed installation case studies. For example, a spray booth ventilation system in a new car plant to reduce VOC and HAP compounds and fulfill EPA and ISO14001 requirements and another case study that solved a highly-corrosive salt-water-air ventilating problem in a marine corps base’s aircraft hangar that was converted into a spray booth.
Interline’s experienced writing team interviewed the engineering rep organizations for details, compliances, specs both domestic and international and “green” requirements for each application. Personal quotations were used to emphasize the products chosen as well as the reasons the products were chosen. Interline compiled the data into an easy-to-read format — Overview, Challenge, Solution, and Results — all leading the reader to the “problem solving” use of TCF’s products. This demonstrated the product specific solutions and provided design inspiration for similar installations.
Interline created case studies to instruct, inform and position the company as knowledgeable experts. They provided a means to communicate possible challenges with potential solutions and highlighted the benefits of TCF’s products within the case study platform. Case studies were also used internally on their website to inform their sales and rep organization as well as in continuing education and training, presentations, inclusion in quotes and correspondence.
Twin City Fan & Blower is an industry leading manufacturer and designer of high quality industrial fans and blowers. Twin City offers a comprehensive line of commercial and industrial fans for the HVAC plan and spec market.